Tuesday 2 August 2011

Natwest Bank iPad app pushed by TV advertising

As part of their commitment to 'Helpful Banking', Natwest bank in the UK have launched an iPad app for customers.

Rather than an app based around a promotion or content initiative, the Natwest iPad app is based on utility and the idea of making customers lives easier.  From a communications standpoint this is a break from the sector norm.  It's interesting  to see Natwest using Paid Media / mainstream TV advertising to generate Owned Media app downloads, rather than TV being used to promote sales through deals or offers - a focus on existing customers, rather than relentless pursuit of new ones.

Natwest TV ad driving downloads of the Natwest iPad app
Another example of how Owned Media can be driven by Paid Media and how everything links together.

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